TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

How Apple Leaks News

Over the weekend, NPR’s On the Media hosted Mac Observer senior editor John Martellaro to discuss his piece on how and why Apple chooses to strategically leak news of its new products.

Apple has an on-the-spot dismissal policy for leaking, though Martellaro says this is how the company creates anticipation. The trick is, finding “friends in the press who know how to handle it properly.” Though not particularly surprising, the column is a chink in Apple’s armor since the author was instructed to conduct such leaks himself during his tenure.

The “notoriously secretive” company has successfully created such a thick shell around itself that proxy PR battles are even carried out through “Fake Steve Jobs.”

On the Media contacted the Journal prior to the interview, who would not discuss its news gathering process.

Mediabistro Course

PR: Incorporating Social Media & Multimedia

Public Relations: Incorproating Social Media and MultimdediaStarting October 22, learn how to use Twitter, Facebook, and keyword search to get your client's message heard! In this course, you'll learn how to develop online video, make social media updates, display multimedia content, and master your client's SEO so that your message will spread and reach all the right places. Register now!